SAS upgraded a management system for marketing campaigns of MTS

Alexander Strygin, the director of the department of management of a subscriber base told about use of methods of target marketing in MTS company based on solutions of SAS: "Influence of target marketing on retail sales in our company numbering about 60 million users only in Russia is of particular importance. With its help we can manage the customer base of our company, trying to obtain preserving and even increase in loyalty of subscribers and seriously reducing their outflow. We already increased a response on the majority of our offers from several percent to 10 percent: in scales of the company it yields good revenue. For achievement of assigned tasks we selected solutions of SAS for a number of reasons: owing to existence of wide experience in many world countries and in Russia, the best functionality, to existence of a pilot operable command, the adjusted support of solutions".

The SAS company announced project completion on upgrade of the SAS Marketing Automation system (SAS MA) for process automation of planning, accomplishment and assessment of effectiveness of marketing campaigns of MTS of different scale.

Using the upgraded system of MTS will be able instantly to start the majority of targeted campaigns of the federal and regional levels addressed to tens of millions of clients, says SAS. Upgrade of a system helps to increase profitability and efficiency of a marketing activity of MTS and also to increase system performance for the purpose of increase in quantity and quality of campaigns for subscribers.

The formed project team consisting of experts and analysts of MTS, world and domestic specialists of SAS and also the partner of the company in 2 months booked careful audit of the existing automation system of marketing and developed the project plan. By the beginning of April the upgraded system was constructed and put into test operation. During the project transition to upgraded version of a system — SAS Marketing Automation 5.3 — and new architecture was performed that demanded installation of the new server hardware and the operating system. In May of the current year the project was fully completed, a system is put into commercial operation, reported in SAS.

"The difficult task — to achieve result in the shortest possible time and to carry out upgrade of the SAS MA system was set for us — Lobov Sergey, the sales director of SAS Russia/CIS company told. — Thanks to professionalism and coordination of actions of project team members, including experience of experts of our European division, we carried out a task just in time. Performance of the upgraded solution considerably increased and allows the operator to create hundreds of marketing campaigns a day and also tens of campaigns at the same time".

It is remarkable what today to work with the SAS MA system and not only IT specialists therefore the number of the employees of MTS working with a new system considerably increased can start marketing campaigns, noted in SAS. In the nearest future it is going to provide additional training of a number of specialists of operator.

"Thanks to cooperation with SAS company we learned 'draw' portraits of our subscribers, proceeding from a profile of consumption of our services by them and do difficult selections (from several thousand to tens of millions of subscribers) for holding marketing campaigns, 'getting' to target segment" — Natalya Macpherson, the director of the department of management of a subscriber base of MTS commented on project results.